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Jack Myers On the Road

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Regarding media rebates and arbitraging inventory, my point of view, as our political leaders say, has “evolved” because the advertiser/agency relationship has evolved. The job of the media agency is to create value for their clients and their shareholders. In this new era of procurement-led agency reviews, marketers have negotiated significant fee reductions for their media services. They are also requiring media cost-savings guarantees in their agency contracts. At the same time client marketing teams are demanding more and better agency services.

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There are two trains of thought in media circles about the multicultural millennial generation -- at least in the matter of whether they lead the way in breaking multichannel umbilical cords across America. One train is that they are doing exactly that. The cord-cutting train has left the station and will pick up speed with the growing popularity of smart TVs and devices that make TVs smart (Roku/Chromecast/Amazon Fire, etc.). The other is that they somehow or other will not; that their role is overblown and while they will embrace smart TVs or devices, the action is additive to their TV habit, not a replacement. New survey findings from Horowitz Research, divulged at the start of the company's annual Cultural Insights (formerly Multicultural TV) Forum in New York last week, take the latter position with a caveat. That caveat: as long as cable and satellite operators don't stand by and leave matters to other hands.

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